As search engine marketers, we’re always on the lookout for ways to extract deeper insights from our campaigns in the effort of elevating performance. Enter Performance Max—an innovative approach that empowers us to tap into the full potential of Google Ads. However, with great innovation came great mystery. These campaigns were immediately effective in generating strong performance; however no one knew how. Over time, Google has slowly started to roll out new ways to gain deeper understanding of why these campaigns are working so well. The latest update has to do with search.
Google Ads has announced two new brand settings that will help advertisers better control where their ads appear and improve their reporting. Brand restrictions for broad match and brand exclusions for Performance Max.
By now, many Google Ads advertisers have likely started to experiment with Performance Max campaigns. While this one size fits all campaign promises great results, there are instances where I’ve seen it fall short. Below are the top three reasons why your Performance Max campaign may be failing.